Environmental Engineering Reference
In-Depth Information
which were dificult. Such information was not always accurate, and crosschecking with
scientiic literature and other sources was critical to understand the database objectively.
In parallel to developing an inclusive and initially unlimited set of the technology space,
TWI started to investigate the various market applications for POD solutions. A new company,
especially a start-up company, has few resources and investigating all market applications is
a large undertaking. We therefore used the developing technology space to explore speciic
market application possibilities. Because of our connections that allowed us to maximize lim-
ited resources, we began to focus on Mexico. Mexico is geographically close to the United
States, and both perception and initial contacts with the Mexican government conirmed that
there was a signiicant need for POD water market applications. Although the US market was
the closest market geographically, we initially speculated that taste was the major factor in
most US areas, and that the Mexican consumer needed a much more comprehensive solution.
We also had to build relationships early that would help us to overcome the “foreign
factor.” Initially, we confronted a great deal of distrust and lack of cooperation from local
oficials in sharing even basic information. We were fortunate to form an excellent work-
ing relationship with Mexico's National Water Commission, CONAGUA, and its leaders.
CONAGUA oficials on all levels came to meetings with us and generally informed local
oficials that we had a beneicial purpose and mission.
TWI became aware early that the business context for technology development, especially
for Mexican markets, was missing from many research programs and new products that
were released. To address this issue, TWI engaged the “Base of the Pyramid” (BoP) Protocol
(Prahalad and Hart, 2002). The BoP protocol was an experimental concept developed by aca-
demia and stipulates that innovation requires cocreation with the consumers in relatively
economically disadvantaged communities. Thus, TWI formed teams that would coexist in
Mexican communities with severe water quality problems. The BoP is a speciic form of the
previously described innovation process, in which the potential market applications must
interact with local business factors and potential technologies to arrive at relevant innova-
tions. A limiting factor, however, that BoP has on the innovation process is that it conines
business factors (implementation) to individuals in local communities and often does not fos-
ter more universal solutions.
As TWI continued beyond this initial start-up period in which the market application
was focused on water problems in Mexican communities, the technology database was
expanding; the BoP was implemented for incorporation of local business factors; and we
were ready to reine these areas to let them interact to converge on potential innovations.
21.3 Three D's
As TWI proceeded to reine the elements of our iterative innovation process, this process
eventually evolved to a “Diagnose, Develop, Deploy” model, which we refer to as TWI's
“3-D” model.
21.3.1 Market Application
TWI initially established a BoP team on the ground in Mexico. The location was deter-
mined by communication with the federal and local water institutions in Mexico. After
